the epic randomness of modern life celebrated in our new Honda campaign

The new Honda Jazz launches across Europe from 1st February 2011. To support this Wieden + Kennedy has created a pan-European campaign that also launches on 1st February in the UK and will then roll out across 29 markets in total throughout the month.

The new Honda Jazz launches across Europe from 1st February 2011. To support this Wieden + Kennedy has created a pan-European campaign that also launches on 1st February in the UK and will then roll out across 29 markets in total throughout the month.

The new Honda Jazz launches across Europe from 1st February 2011. To support this we have created a pan-European campaign that also launches on 1st February in the UK and will then roll out across 29 markets in total throughout the month.

As is often the case with our Honda work, the spark for the idea came from something that was said by one of the people behind the vehicle.

Jazz quote

Those words inspired this positioning thought:

Wonderful practical

Which in turn led us to the creation of the 60” animated TV spot that supports the Jazz launch. ‘This Unpredictable Life’ glorifies the epic challenge of trying to engineer a car that predicts everything life will throw at you. It’s a reflection of the wonderful and unpredictable journey of life’s twists, turns, ups and downs – as we follow a character floating through life in an animated world.  We see his journey from birth through to growing up and starting a family of his own, collecting experiences and possessions along the way: demonstrating the Jazz’s ability to handle all that life has to throw at the modern family.

The spot was directed by Smith and Foulkes at Nexus, the same team with whom we worked on the Honda Grrr commercial that was named 'best commercial of the decade' by Adweek. They say:

‘The team at Wieden + Kennedy asked us to visually interpret their beautifully poetic script, a fantastic opportunity of endless possibilities that doesn’t come along very often.  How can you encapsulate the unpredictable randomness of growing up, falling in love and starting a family in 60 seconds?  Our simple plan centred the story on a hero who would encounter all manner of epic silliness as he navigates his way through the different stages of his life.’ 

The film is supported by a print campaign:

Jazz press 1
Jazz press 2
Jazz press 3

We have also created, in conjunction with Gravity Mobile, a ground-breaking digital app that introduces the ability to ‘play’ with a television commercial using a mobile phone.The app is available to download free from the iTunes store now.

Screen shot 2011-01-31 at 11.44.26

The app allows viewers of the film to ‘catch’ the  animated characters as the commercial appears on screen. It's the first time this sound-synching technology has ever been used in a commercial.  Here's a wee film showing how the app works:

love your misshapen creations

Alongside our new Lurpak TV ad, we’ve also created a few posters and the first two are breaking now. Like the TV ad, they celebrate the imperfections in home-cooked food and the joy derived from getting your hands dirty. Or floury.
Whether it be an oozing meat pie, unevenly puffed up and burnt at its
edges, or individual cupcakes unique in their crooked formations;
home-cooked food can’t be beaten.
To help bring this to life, we worked in partnership with several
passionate food bloggers we follow and respect, Helen Graves from and Jeanne Horak at, who
devised the food recipes and cooked them on set so that we could photgraph them for the posters.  Imperfectly delicious.

Lurpak one-offs

(As shown above).


113g butter
75g white chocolate
150g caster sugar
1tsp vanilla essence
2 eggs
1 tsp baking soda
1.5 cups self-raising flour
2/3 cup of water
24 fresh raspberries


Melt the butter in a double boiler.  When half melted, add the white
chocolate and stir until both chocolate and butter are melted.  Check
for lumps and remove from the heat.  Add the sugar, then the eggs and
vanilla essence – mix well.  Sift in the baking soda (to prevent lumps),
then add the flour and beat until mixture is smooth.  Stir in the water,
a little at a time, mixing well between additions until all water has
been absorbed into the batter – it will be quite runny.  Line a 12-cup
muffin tin with paper muffin cups.  Pour about 2 Tablespoons of batter
into each cup.  Place 2 fresh raspberries into each cup, then divide the
rest of the batter equally among the cups.  Bake at 180 for 20 minutes
or until a skewer inserted into the centre comes out clean.

Lurpak pies

ROAST CHICKEN AND BACON PIE WITH FENNEL recipe by Helen Graves.(As shown above.)

(Fills an 18-20cm pie dish) 


 1 free-range chicken  

 25g Lurpak, softened   

 small handful of chopped parsley  

 1 lemon, sliced  

 2 bulbs fennel, tops, bottoms and core removed and finely sliced  

 1/2 large onion, sliced  

 4 rasher smoked bacon, diced  

 1 large leek, sliced  

 3 cloves garlic, crushed  

 Splash of white wine (optional)  

 A dollop of wholegrain mustard (optional)  

 Olive oil  

 350 – 400ml bechamel or white sauce (bought or home made)   


 For the pastry 

100g Lurpak, at room temperature
220g plain flour (not strong white bread flour) 
A large pinch of salt 
1 egg, beaten 

– Preheat the oven to 190C and set a shelf in the middle.
– Take a roasting tray large enough to accommodate your chicken and
lay the lemon slices on the bottom and sit the chicken on top. Mix
roughly two thirds of the softened butter with all the parsley. Using
your fingers, make a pocket between the breast and skin of the chicken
by sliding your fingers gently underneath. Stuff the herbed butter into
these pockets and then spread the remaining butter over the outside of
the chicken. Season generously with salt and pepper. The chicken will
take anything from 30-90 minutes depending on size but keep checking on
it. The bird is ready when you can skewer it at the thickest part of
the leg and the juices that come out are clear.
– While the chicken is roasting, prepare the pastry by sieving the
flour and salt into a large bowl. Then cut the softened butter into
cubes and add it to the bowl. Using a knife, start cutting the butter
into the flour until it is fairly well mixed. You can now go in with
your hands and start rubbing the butter into the flour – do this as
lightly as possible. If you try to squidge the butter between your
fingers too much the pastry will become tough. When it resembles fine
crumbs, get some cold water (the colder the better) and add a
tablespoon at a time, cutting it in with the knife each time, until it
starts to come together. When it starts to form large lumps, go in with
your hands and bring it together into a ball. It should leave the bowl
clean. Rest in the fridge for 30 minutes.
– Now prepare the vegetables. Heat a splash of olive oil in a pan and
add the bacon to it. Once the bacon is cooked add the leeks, fennel and
onion (plus the wine if using) and cook on a very low heat with the lid
on for around 15 minutes then add the garlic for a further five.
– When the chicken is ready, allow to rest and remove the meat.
– To assemble the pie divide the pastry into two portions – one
portion should be two thirds of the total amount and this will be the
base and sides of the pie. The remaining pastry will form the lid. Roll
out the base pastry into a circle shape on a lightly floured surface.
The shape will need to be larger than your dish as it needs to form the
sides of the pie also. Carefully lower this into the dish. Roll out the
lid and set aside. 
– Mix the chicken, fennel mixture, mustard (if using) and bechamel
together. Take care when adding the bechamel. Add a little at a time to
get an idea of how much you will need. Season the mixture with salt and
pepper then fill the pie and top with the lid, taking care to make sure
the edges are sealed. Cut a cross in the top with a knife and brush
with the beaten egg.
– Bake for 20-30 minutes at 200C until golden brown.